Process is Beautiful: Dropbox at OFFF Barcelona

Context & Strategy

After analyzing previous year's engagement metrics, we needed a fresh approach that would draw visitors in while avoiding traditional product demonstrations. The creative community at OFFF demanded something more playful and authentic.

We developed a strategy centered on reciprocity: offering a delightful experience in exchange for engagement, while showcasing Paper's collaborative capabilities through real creative process.

Design Process

Our exploration began by commissioning Danish jewelry designer, Ditte Trudslev Jensen, to create playful wearable pieces. We designed the space as two distinct but connected environments: a vibrant yellow photo area featuring the jewelry, and a natural wood "studio space" revealing the artist's process through Paper.

The final direction created a natural flow between trying on pieces, capturing photos, and discovering how Paper enabled the creative collaboration behind them.

Visual System

The environment combined Dropbox's bold brand colors with warm, natural materials. The "process" side featured pegboard walls, books, and creative references, while the photo area used branded yellow walls and circular displays. Campaign materials emphasized the "Process is Beautiful" message through playful compositions.

Impact

The activation successfully transformed metrics into meaningful engagement, with visitors naturally sharing email addresses to receive their photos. The space created genuine interactions around Paper while delivering on key performance indicators.